How spirits and RTDs are powering the next phase of NoLo growth
Mindful drinking has moved decisively beyond beer-led moderation. While alcohol reduction is now a mainstream behaviour — with 58% of UK adults actively limiting or avoiding alcohol in 2025* — the most dynamic growth is coming from spirits, aperitifs and ready-to-drink (RTD) formats. These categories are redefining what low- and no-alcohol (NoLo) means, shifting the conversation from substitution to ritual, flavour and occasion
Younger adults continue to drive this change. Over half of 18–34s have reduced their alcohol intake in 2025 *, and more than 80% of them have consumed a low- or no-alcohol drink in the past year*. Crucially, they are not abstaining — they are curating. This creates a powerful opportunity for scalable NoLo brands that can mirror the social cues, complexity and desirability of alcohol without its drawbacks.
Spirits first: Rebuilding the drinking ritual
Spirits alternatives are now at the heart of mindful drinking culture because they preserve one of alcohol’s most important functions: ritual. Pouring, mixing and serving remain central to how people socialise, and NoLo spirits are increasingly good enough to anchor those moments.
Brands such as Seedlip remain a staple for alcohol-free spritzes and G&Ts. Meanwhile, Pentire has carved out a distinct coastal identity with Adrift and Seaward, using Cornish botanicals, sage and sea rosemary to deliver savoury, adult profiles that work especially well in long mixed drinks.
Limited edition non alcoholic Botanical Aperitivo with Pomegranate molasses, blacklime, cardamom and rose, 0% Botivo x Ottolenghi (UK)
At the more expressive end of the spectrum, Botivo has played a key role in moving the category away from sweetness. Its bittersweet aperitif, built around rosemary, thyme and wormwood, and its limited-edition botanical blends have proven that alcohol-free spirits can deliver depth and structure comparable to traditional aperitifs. This aligns with broader consumer demand for less sweet, more complex flavours, particularly among under-45s.*
For high-volume brands, the takeaway is clear: spirits alternatives that lean into familiar serve styles — spritzes, G&Ts, negronis — while offering distinctive flavour cues are best placed to scale.
RTDs: Where volume and visibility collide
RTDs are arguably the most commercially exciting part of the NoLo market in 2026. Their success lies in convenience, clear usage occasions and strong on-shelf impact — all critical drivers of repeat purchase.
Botivo & Soda cans November 2025 Botivo (UK)
Alcohol-free and ultra-low RTD brands such as CleanCo, Smiling Wolf and Botivo & Soda are tapping into established cocktail behaviours. CleanCo’s spirit-free G&Ts and rum-and-cola-style serves deliver familiarity at accessible price points, while Smiling Wolf’s low-ABV negronis and aperitivo-style drinks appeal to consumers seeking flavour without full strength.
Importantly, RTDs benefit disproportionately from retail theatre. 68% of shoppers say in-store displays prompt them to buy low- and no-alcohol drinks*, making RTDs a natural format for trial and impulse purchase. For supermarkets and convenience stores, these products sit comfortably alongside alcoholic equivalents rather than being relegated to soft drink aisles — a crucial step in normalising NoLo.
RTDs also support the rise of “zebra striping” — alternating alcoholic and non-alcoholic drinks in the same occasion — reinforcing their role as incremental volume, not replacement.
Functional elixirs and sodas: Drinking for how you want to feel
Functional NoLo drinks are increasingly overlapping with spirits and RTDs, blurring category lines. Products infused with adaptogens, nootropics and calming botanicals are gaining traction among consumers motivated by sleep quality, stress reduction and emotional wellbeing.
Infinity Non-alcoholic botanical spirit, featuring lion’s mane, Siberian ginseng, chrysanthemum, schisandra, hibiscus and rosehip, 0%ABV, Cygnet(UK)
Brands such as Cygnet, Soba Circus and other botanical elixir producers are positioning their products as cocktail bases or soda-mixed serves rather than wellness shots. This allows functional drinks to play in evening and social occasions traditionally dominated by alcohol, rather than being confined to daytime or fitness contexts.
Beer and wine: Supporting roles, not the headline
Guinness 60/40, Croxley’s (NYC,US)
While beer remains the largest NoLo category by volume, in 2026 it increasingly plays a supporting role in a broader mindful drinking repertoire. Guinness 0.0 continues to act as a gateway product, with the viral Guinness 60/40 serve demonstrating how low-alcohol choices can integrate seamlessly into pub culture.
Non-alcoholic Sparkling Chardonnay, 0%-October2025, Noughty (UK)
Wine, meanwhile, is gaining credibility through sparkling styles and smaller formats. Brands such as Oddbird, Noughty and Eisberg are benefiting from improved production techniques and growing demand for celebratory NoLo options, particularly among younger consumers exploring moderation beyond beer.
The opportunity for high-volume NoLo brands
The biggest growth opportunity in 2026 lies in scalable, spirits-led NoLo formats that replicate alcohol’s social role without its downsides. Winning brands will:
- Lead with spirits, aperitifs and RTDs that anchor rituals
- Prioritise complex, adult flavour profiles over sweetness
- Use RTDs to drive trial through visibility and convenience
- Support moderation without judgement or abstinence messaging
Mindful drinking is no longer about opting out. In 2026, it’s about choosing better — and spirits-first NoLo brands are shaping the future of how the UK drinks.
Ready to tap into the next phase of NoLo growth?
If you’re looking to launch or scale a no- and low-alcohol drinks range that resonates with today’s mindful drinkers, our team of experts can help. From spirits-led concepts to RTDs built for visibility and volume, we’ll support you in turning insight into opportunity. Get in touch — we’d love to chat.
* Source: Mintel 2025
